Croatian brewers have started reducing the size of beer cans from 0.5 to 0.4 litres, reports local daily, Jutarnji List.
Zagrebačka Pivovara has introduced 0.4l cans for its premium beer Becks, but will continue to offer 0.5l cans to cafes. The brewer has updated its price lists accordingly.
Karlovačka Pivovara recently launched the new 0.4l packaging for Karlovačko beer, available as part of a six-pack. It will continue selling 0.5l cans both individually and as part of a four-pack.
Both breweries claim that the introduction of the 0.4l can represents a reaction to market demands and trends, adding that the new packaging will be more accessible to those consumers for whom the 0.5l can is too big.
Local market analysts point out that consumers respond better to smaller packaging than price increases. However, they also question the change, as 0.5l cans dominate beer consumption in Croatia, creating the highest turnover.
This change comes after the local confectionery industry, in recent years, reduced the size of chocolate bars from 100 to 80 grams while maintaining the price levels.
A similar strategy has also been implemented by producers of mayonnaise, coffee, pâté and other products.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
